Finding profit in customer service

Jan. 1, 2020
The feeling the customer gets on an initial visit to your collision repair facility sets the stage for the profits gained in the repair.

The feeling the customer gets on an initial visit to your collision repair facility sets the stage for the profits gained in the repair. How the customer is handled during the greeting process and the early perception the customer makes of your facility will echo throughout the repair process. If the customer feels welcomed and comfortable, you will practically guarantee a positive experience for all involved.

I recently read an article, "Robots Ate My Road Trip" in the July Automobile magazine. In the article, David Brancaccio wrote about how he traveled across the United States without dealing with one human, and described the various types of robots that helped him. Reading this article stirred some thoughts about some shops I have walked into where the humans have become robotic.

You have seen them, handing out a clipboard, motioning you to have a seat, telling you to fill out a form and saying somebody will be right with you. Am I right? Not many words are spoken and the customer is left to build their own perception of your business.

These humans are overlooking the perfect time to start the selling process by allowing the greeting to become routine, robotic if you will. Instead, how about filling out the form for the customer, engaging them in some conversation and learning about them. What would the customer think about your business then? Spending some time with the customer at the beginning of the process, gathering information about them and their vehicle will pay great dividends during the closing process. Providing the information you gathered to the estimator will help move toward a sale as the customer becomes a friend and not just another person walking through the door.

Creating this atmosphere for the customer is one of the most positive and profitable steps you can make. Once the customer becomes comfortable with you, they begin to forget about the accident itself and become open to your repair suggestions and upsells. A warm transfer to the estimator allows the relationship developed in greeting to continue through the estimating process, helping them secure the sale.

Having the estimator engage in conversation prevents that process from becoming robotic as well. Habits of the estimator move them to rush to the damaged area, take some pictures and quick notes, then tell the customer to have a seat while they calculate the damages. The estimator would serve the customer better by taking the information provided by the receptionist and continuing the conversation started in greeting. There are usually things on the vehicle, bumper stickers and decals that would lend to conversation. Discussing those things will again take the customer's mind off of the accident and leave them open to your repair suggestions. During the vehicle inspection, you might notice foggy headlamps or a faded pinstripe. Now that you have created a relationship with the customer, they will be more apt to have these profitable repairs performed.

Repair updates with your new friend become easier because you have common ground, and their mind is in friendship mode rather than the cranky "somebody crashed into my car" mindset. Keeping the repair updates fluid and not the "your car just moved to paint and we are on target" robotic messages will maintain the rapport established throughout the greeting and estimating process.

As the vehicle nears completion, a series of communications reminding them of the deductible and not to forget the insurance check further develops the relationship that will prove beneficial at delivery.

The delivery process should be harmonious and conversational, not robotic – "Here are your keys, your vehicle is in spot 8," etc. Walk your new friend to their vehicle. Show them how well you have accomplished the repair and how good their headlamps look now that they have been restored. Taking time to restore their confidence in the repair and their vehicle will pay benefits in profits through referrals – and friends are more apt to refer friends.

Creating a positive repair experience by removing the robotic functions in your facility will promote referrals that generate new profitable sales.

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